2020 Global Marketing Trends Bookmark has been added
2020 Global Marketing Trends
7 key trends to help bring authenticity to our digital age
We are living in an era of unprecedented technological innovation. No matter which era we live in or the technology it brings forth, the human remains constant throughout this relay of revolutions. We set out to explore how brands can navigate the increasingly digitized business, economic, and social environment in a way that helps preserve—and even cultivate—their human connections. Our first Global Marketing Trends Report helps explore these 7 trends and gives insight into the key themes for organization to consider in their digital endeavors.
Bringing authenticity to our digital age
With 90 percent of the world’s data having been produced in the last two years and more than 26 billion smart devices in circulation, we are living in an era of unprecedented technological innovation—one that has spurred the Fourth Industrial Revolution.
Our inaugural Global Marketing Trends report is, in many ways, a response to this Fourth Industrial Revolution. Through interviews with more than 80 subject matter experts across the globe, we identified seven key trends on which every business will likely have to focus over the next 18 to 24 months to help build a socially- and human-conscious enterprise.
These trends are:
Purpose: Authenticity is paramount. Companies that lead with purpose are able to achieve loyalty, consistency, and relevance in the lives of humans they serve. Purpose can be used to bond people across organizational siloes, deﬁne strategies for customer, workforce, and partner engagement, celebrate diversity, and deﬁne your brand in the world.
Human Experience: Paying down experience debt. When digital connections lack a human touch, it can create an environment where people feel isolated, underrepresented, and unfulﬁlled. Brands can elevate the human experience and address the unmet human need for connection by aligning customers, the workforce, and partners to a common purpose.
Fusion: The new business blend. Traditional boundaries between industries are dissolving, leaving large and open ecosystems to thrive. In the era of fusion, brands are looking beyond conventional constraints and ﬁnding new ways to serve customers, uncover disruptive threats, and partner with those who may have once been viewed as the competition.
Trust: Proactively safeguard trust in the connected age. Customers, regulators, and the media expect brands to be open, honest, and consistent across all aspects of their business. Companies should build an infrastructure that protects what stakeholders value most, while proactively detecting threats in the domains of cybersecurity, data protection, regulatory compliance, and reputation.
Participation: Amplify consumer participation. Increased customer interaction can build competitive advantage, strengthen loyalty, and generate brand value across the entire product and customer lifecycles. Many leading brands encourage willing consumer participants to act as brand ambassadors, inﬂuencers, advocates, collaborators, and even innovators.
Talent: Value your most important asset. Organizations that acknowledge each individual’s experience place the entire person at the center of what they do. Blending and creating new roles can bridge gaps and better account for the collective customer, workforce, and partner experiences.
Agility: Meet in the moment. Drawing on key principles from agile software development, agility is both a framework and a mindset. When an organization can structure internal operations in a manner that empowers rapid content production and real time interaction to drive engagement in moments that matter.